SUBMITTED TO:

SONA GEORGE

SUBJECT CO-ORDINATOR

AIDAS THEORY OF SELLING

The theory- popularly known as the AIDAS theory, after initials of the five words express it

(attention, interest, desire, action and satisfaction) is the basis for many sales training programs

are organized. According to the theory, the prospect’s mind passes through five successive

mental states: attention, interest, desire, action, and satisfaction so the sales presentation must

lead the prospect through them in the right sequence if a sale is to result.

The psychological writings of William James support this theory. Its construct is based upon

experimental knowledge. It was in existence as early as 1898. According to this theory during

the successful selling interview the prospect's mind consciously passes through five successive

mental states : attention, interest, desire, action and satisfaction. The sales presentation must

lead the prospect through steps in the right sequence if a sale is to result.

SECURING ATTENTION

In order to put the prospect into a receptive state of mind, the first few minutes of the interview

are crucial. The sales person has to have a reason, or an excuse for conducting the interview.

If he has previously made an appointment, this phase presents no problem, though experienced

sales personnel say that even with an appointment, a sales person must possess considerable

mental alertness; and be a skilled conversationalist, to survive the start of the interview. As the

prospect realizes the caller is bent on selling something, the sales person must establish good

support at once. He needs an ample supply of "Conversation Openness". Among other things,

favorable first impressions are assured proper attire, neatness, friendliness, amid a genuine smile

just before the interview. Skill sales personnel often decide up on conversation openness so that

those remarks are about the prospects if they are favorable comments about the prospect's

business. A good conversation opens causes the prospect to relax and sets the stage for total

presentation.

For Example- Securing attention –Telling about RO water purifier and its quality to purify

water

GAINING INTEREST

Many techniques are used to intensify the prospect's attention so that it evolves into strong

interest. Some sales people develop contagious enthusiasm for the product or a sample. Sales

portfolios, flip charts, or other visual aids serve the same purpose when the product is bulky or

technical.

One should search out the selling appeal that is most likely to be effective. Sometimes the

prospect drops hints, which the sales person then uses in selecting the best approach. Some sales

person stratagems to elicit revealing questions to encourage hints by the prospects. Others are the

prospect question designed to clarify attitudes and feelings towards the product. Bug before

identifying the strongest appeal even experienced sale person do considerable probing, usually of

the question - and - answer variety. The prospect's interests are affected by basic motivations,

closeness of the interview subject to the current problems, its timeliness, and their receptive,

skeptical or hostile mood. In selecting the appeal to emphasize the sales person must take all

these into account.

For Example-Gaining Interest – by showing flipcharts, presentations and brochures and also

focusing on purity and health of the family members.

KINDLING DESIRES

The sales person must keep the conversation running along the main line toward the sale to

kindle the prospect's desire to ready - to - buy point. The development of sales obstacles the

prospects objections, external interruptions, and digressive remarks may sidetrack the

presentation during this phase. Obstacles must be faced and ways found to get around them.

Objections need answering to the prospects satisfaction. Time is saved, and the chance of making

a sale improved if objections are anticipated and answered before the prospects raises them.

Good sales people summarize what has been said earlier before continuing. Digressive should be

disposed of fact fully, with finesse, but sometimes distracting depression is best handled bluntly

for example " well: that's all very interesting but to get back to the subject...".

For Example Kindling Desire – to make them use the RO water purifier for their use

INDUCTING ACTION

If the presentation has been perfect, the prospect is ready to buy. However, buying must be

induced. Experienced sales personnel do not close until the prospect is fully convinced of the

merits of the proposition. The trial close, the close on a minor point, and the trick close are used

to test the prospect's free action. For fear of getting "No" from which they think there is no

retreat some sales personnel never ask for definite "yes" or "No”. But it is better to ask for the

order straight forwardly.

For Example Induction – consumer purchase the product due to its effectiveness in providing

pure and germ free water

BUILDING SATISFACTION

The sales person should reassure the customer that his buying decision is correct and that sales

person merely helped in deciding. The order is the climax of the selling situation. Building

satisfaction means thanking the customer for the order, and attending to such matter as making

certain that the order is filled as written, and following upon promises made.

For example- Building Satisfaction – appreciate the customer by saying that he has made the

good purchase by relating its health factor .

CONVERSATION BETWEEN SALESMAN AND CUSTOMER

Salesman: Good morning sir!Customer: Good morning!

Salesman: How can I help you sir?Customer: I want to purchase a gift for my sister to give it on her birthday.

Salesman: How old is she?Customer: She is only eight years old. It should be something beautiful and unique.

Salesman: You know ours is the biggest gift shop in West Delhi. We have a large collection of gift items. Please come to this side. I shall show you the latest items.Customer: Suggest me the items that can make my sister happy?

Salesman: You can buy this imported doll. It speaks English and sings wonderful songs.Customer: Oh, it is really a beautiful doll.

Salesman: Yes, This doll is very popular among the female children.Customer: Can you tell me how to operate it?

Salesman: Yes, push this red button and it will start speaking English, and when you push this blue button it starts singing.Customer: What is its price?

Salesman: Only Rs.1350/-Customer: It’s a costly item. Anyway, pack it. I don’t like bargaining. I hope you will charge reasonably.

Salesman: Don’t worry. We deal with our customers sincerely and take minimum price. Otherwise how can we get permanent customers?Customer: Also show me some picture books which can increase the general knowledge of my sister.

Salesman: We have a lot of such books. Here are some excellent books. They are not only interesting but also good for gaining general knowledge. See the beautiful pictures and high quality paper.Customer: How much have I to pay for these five books?

Salesman: Rs.350/- only.Customer: Please pack these books also. Now tell me the minimum amount I have to pay.

Salesman: The total amount is Rs.1700/-. Please pay me Rs.1625/- only. I have minimised my profit.Customer: Here are Rs.2000/-. Please give me cash receipt and balance amount.

Salesman: Sir, here is the cash-receipt and the balance. Thanks for your nice visit.